{"id":17881,"date":"2022-04-13T14:28:22","date_gmt":"2022-04-13T14:28:22","guid":{"rendered":"https:\/\/thesocialelement.agency\/us\/fmcg-brands-on-tiktok"},"modified":"2022-04-13T14:28:22","modified_gmt":"2022-04-13T14:28:22","slug":"fmcg-brands-on-tiktok","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/us\/fmcg-brands-on-tiktok","title":{"rendered":"Has TikTok solved the ROI question on social media?"},"content":{"rendered":"\n

In the first of a series looking at how brands are using TikTok, Chloe Matthieu Phillips takes a look at how FMCG brands on TikTok are creating lasting connections with consumers.\u00a0<\/em><\/p>\n\n\n\n

I remember when I was a young(ish!) social media lead in New York City, talking to brand-side marketers who would challenge me on whether there really was an ROI to social media marketing. For most, social media was only useful if it could prove its value as a direct marketing channel.<\/strong><\/p>\n\n\n\n

That was over 10 years ago, and since then, mentalities have changed. And this is where TikTok is so brilliantly of the moment – it\u2019s changing the way we talk about ROI completely, encouraging and rewarding brands for being creative and having fun. It\u2019s a game changer in the way brands interact with consumers, and how we value those relationships. <\/p>\n\n\n\n

Looking at TikTok and at how brands are using it, I feel like marketers are finally open to  investing in social for the long game, for the genuine human connections, and for the brand loyalty it can create. It\u2019s as if the world is finally able to understand what the social media marketers of 2010 were trying to explain.<\/p>\n\n\n\n

Here are some of my favourite ways FMCG brands on TikTok are creating real relationships with consumers.\u00a0\u00a0<\/h3>\n\n\n\n

1. Poking fun at the humans behind the brand<\/strong><\/h3>\n\n\n\n

Glimpses of behind-the-scenes life of the social media team is a great way to humanize it. <\/p>\n\n\n\n

Innocent Drinks<\/strong> has gotten in the habit of sharing posts making lighthearted jokes about coworkers<\/a> and brilliantly poked fun at their boss when he accidentally changed Innocent\u2019s Instagram profile picture to one of his wedding snaps<\/a>. We\u2019ve all been this guy; they\u2019ve actually made good content out of it.<\/p>\n\n\n\n

The brand has always been known for its sense of humor on social media, and I love that the social media team can mock themselves, too. This post about creating a drink out of conker milk – only to find out that it would be poisonous (which the press was quick to point out) – is a great way of showing that not everything in brand life is smooth.<\/p>\n\n\n\n

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@innocentdrinks<\/a>

DO NOT EAT OR DRINK CONKERS #snacks<\/a> #foryoupage<\/a> #fail<\/a><\/p> \u266c original sound – Slowed Songs<\/a> <\/section> <\/blockquote>